es from a consumer being totally unaware of a particular brand to the belief that it is the only brand that exists for a product. Brand awareness can affect decisions about brands in the consideration set, even if a consumer does not have any other thoughts about a brand. According to Aaker, these assets and liabilities have five dimensions:
Brand loyalty is a measure of the attachment that a customer has to a brand. It reflects how likely a customer will be to switch to another brand, especially when that brand makes a change, either in price or in product features. As brand loyalty increases, the vulnerability of the customer base to competitive action is reduced. It is one indicator of brand equity that is demonstrably linked to future profits, since brand loyalty directly translates into future sales.
Perceived quality is the customer's perception of the overall quality or superiority of a product or service with respect to its intended purpose, relative to alternatives. Perceived quality directly influences purchase decisions and brand loyalty, especially when a buyer is not motivated or able to conduct a detailed analysis. It can also support a premium price, which can create high profit margins.
According to Aaker, brand association is anything linked in memory to a brand. Brand position does reflect how a company is trying to be perceived. A stron
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